Global Product Launch - Marketing Strategy
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Transcript of Global Product Launch - Marketing Strategy
Case Study: Elsevier ClinicalKey Launch
• Global Product Launch– Product Overview
• Clinical search engineoComprehensiveoTrustedoFast
– Business Challenge• New market entry• Entrenched competition
OVERVIEW
Case Study: Elsevier ClinicalKey Launch
• Marketing Objectives– Create awareness– Drive leads– Convert leads to sales– Create engagement
• Business Objective– Achieve $25.6M in 2012 Revenues
OVERVIEW
Case Study: Elsevier ClinicalKey Launch
• Situation Analysis
– Messaging
– Brand and Product Awareness
– International Support
Key Issues & Opportunities
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KEY INSIGHTS
Case Study: Elsevier ClinicalKey Launch
• Physician Mindset
Path to career starts in
childhood
Naturally competitive &
empirical
Movement from private practice
to hospital
Overwhelmed by government reimbursement
requirements
Peer camaraderie built through school & residency
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KEY INSIGHTS
Case Study: Elsevier ClinicalKey Launch
• Physician Insights
Not an emotional sale
Try before they buy
Peer-to-peer recommendation effective
Time-savings is key
Need accessto information
across locations
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KEY INSIGHTS
Case Study: Elsevier ClinicalKey Launch
• Executive Mindset
Are physicians… Unemotional,
empirical, trust in peers
Bottom line – improved care and
reduced costs
Recruitment and Retention Challenges
Struggle with evolving policies, innovations,
and political landscape
Proactive, values communication
and collaboration, high standards of
excellence
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KEY INSIGHTS
Case Study: Elsevier ClinicalKey Launch
• Executive Insights
Not emotional buyers
Message as decision-maker
Staff physician input driving demand and preference
Responds to patient outcome and cost
reduction messaging
Driven to find competitive advantages in physician recruitment and patient preference
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KEY INSIGHTS
Case Study: Elsevier ClinicalKey Launch
• Looking outside healthcare for inspiration
To build awareness,
build a strong identity
To build a strong identity,
drive consistency
Thought Leadership
Experiential Sampling Initiatives
Institutional Subscriptions
Medium Hospitals (300 – 499 Beds)
Case Study: Elsevier ClinicalKey Global Launch
Large Hospitals(>500 Beds)
Small Hospitals(<300 Beds)
Physicians
Key Opinion Leaders
Individual Subscriptions
• Overarching Strategy
Case Study: Elsevier ClinicalKey Global Launch
• Key Strategic Focus
– Win hospital executives through thought leadership.
– Create physician preference through driving trial.
– Build early awareness through frequency.
– Develop global sales and marketing support kits to support consistent messaging worldwide.
Launch Events−Primary North American Launch – Boston−Secondary European Launch – London−Tertiary Regional Europe/APAC Launches
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THOUGHT LEADERSHIP
Case Study: Elsevier ClinicalKey Launch
“Transforming Healthcare Through EBM” When: October 3-5, 2012 Where: Trump Hotel & Tower / Chicago, IL
– Opening Keynote Speaker: David Kessler, MD– Closing Keynote Speaker: Farzad Mostashari, MD
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THOUGHT LEADERSHIP
Case Study: Elsevier ClinicalKey Launch
North American Experiential TourGlobal Conferences and Trade Shows
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Case Study: Elsevier ClinicalKey Launch EXPERIENTIAL
Beta Recruitment– Five weekly recruitment emails 11/11 – 12/11– Beta site
Beta Engagement− Global Beta Campaign
• Weekly emails
− Marketing Support Site• Guided Tour Video• 8 Video Tips• Welcome Kit• Key Searches• Community Features
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BETA
Case Study: Elsevier ClinicalKey Launch
Physician Media 18 Specialty Targets
− Estimated 3.6M Paid* Impressions• 36 sites
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MEDIA
Case Study: Elsevier ClinicalKey Launch
C-Suite Media− Online – Estimated 85,000 Impressions− Promotional eMail – Estimated 10,500 Impressions
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MEDIA
Case Study: Elsevier ClinicalKey Launch
Branding Deliverables−Global Quantitative Research
• Product Name• Logo / Color Palette• Positioning• Key Messaging Sets
−Global Brand Standards Guide−Global Photo Library
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SALES & MARKETING
SUPPORT KITS
Case Study: Elsevier ClinicalKey Launch
Case Study: Elsevier ClinicalKey Launch
• Marketing Program Results– Launch Event
• 216 Product Demonstrations• 94 30-Day Trials• >$10K B2C Revenues• >$675K B2B Revenues
– CMIO Summit• 62 Product Demonstrations• 22 30-Day Trials• >$2K B2C Revenues• >$250K B2B Revenues
– Conference/Mobile Tour Results• 242,652 Product Demonstrations• 105,894 30-Day Trials• >$1M B2C Revenues• >$8.5M B2B Revenues
OVERVIEW
8to1 Return on Investment
2to1Return on Investment12to1
Return on Investment
Case Study: Elsevier ClinicalKey Launch
• Marketing Program Results– Beta Results
• 4,955 Physician Participants• 583 Hospital Executive Participants• >$460K B2C Revenues
– Media• 8.05M Online Impressions• 229 Placements
OVERVIEW
6to1 Return on Investment
.19%
Revenue Objective116%
CTR
• Business Objective Results– Achieved $29.8M Revenues